February 8, 2013

LVMH relies on Céline

Arrival of Phoebe Philo in 2008 as creative director, the brand of Arnault has doubled its revenues surpassing 400 million euro. And in 2013 is preparing to unveil in Paris the new concept store on avenue Montaigne

di Alessia Lucchese

LVMH relies on Céline

Phoebe Philo puts the turbo for Céline. It is about the British designer who arrived in 2008 as creative director with the precise aim to restore enamel to the brand recognized in 1987 of the LVMH group, in just three years (the first collection designed by her was the resort in 2010, presented in June 2009, ed) the brand has managed to double its turnover, starting from a base of 200 million euro,according to analysts' estimates has exceeded 400 million euro of turnover at the end of 2012. Mission centered perfectly by the designer with a past driving of Chloé first as the right arm of Stella McCartney as creative director and then, who brought the house to compete at the level of turnover with big fashion brands such as Yves Saint Laurent, who in the early nine months of 2012 generated revenues of 353.5 million euro compared with 2011 sales of 353.7 million, or Valentino, who finished the past 12 months with a turnover of 390 million euro. A creative revolution on several fronts, which led to the removal of the style office in London and a massive and predominant focus on accessories and in particular on the leather, which is bringing the brand to become a luxury brand at 360 °, just as it was in the sights of Bernard Arnault when he decided to call Phoebe Philo to replace Ivana Omazic. And the prospects that this revolution will continue to deliver results that are more concrete. The objective of LVMH, as stated by the Pierre-Yves Roussel, president of the fashion division of the group over the Alps, is additional revenue to double in the next three to five years. All this without starting a flurry of tight opening. Among the upcoming events in terms of retail, in fact, has set the opening of the Parisian boutique on avenue Montaigne, in the coming months will welcome the concept presented for the first time in New York last year, which should follow the opening of Los Angeles and Hong Kong. Between mono-brand boutiques and shop-in-shop the brand counts, including relocations and expansions, of a hundred worldwide, including 30 in Europe. A virtually unchanged from 2009, and it seems not yet ready to take the plunge of e-commerce, resulting, in fact, one of the last brand that has not yet experienced the virtual world of sales. "Our goal is to maintain a constant growth in order to preserve the identity of the brand,"then said Yves Roussel. And if the interest from the press and buyers for the Céline phenomenon will continue to be as strong as it has been in recent seasons, will not be hard to believe.